Top 3 Things the Largest Water Damage Companies are Doing that You’re Not
Working with literally hundreds of water damage restoration companies over the last decade, running their marketing programs and seeing their successes and failures, gives you a very streamlined viewpoint of what works and what doesn’t in running a water damage business.
It is a frequent question asked of us when new client signs on for our program, “Should I be doing anything else?” The answer is always yes. But what?
I’ve written articles about this before (click here to read it) that are spot on, but I’d like to try and narrow down the top three points I’ve personally observed.
I’ll start by saying that I wish it was just as simple as they work really hard at it. It isn’t that simple. Of course, you have to work hard, but that won’t get you into the top tier of water restoration companies out there.
- They work hard at getting their company noticed by EVERYONE. They have loud vans/trucks, they are in every paper, they have billboards on major highways, they have top rankings in SEO, top placements in PPC, they do Lead Generation (usually with several companies), they network contractor groups and plumbers and property management companies and other potential commercial accounts, they care about their branding (everything looks the same – like them). They realize there is no single “magic bullet” to building a huge company. You’d think their jobs would take up most of their attention, but they don’t. Eventually, they appear to be everywhere and then look like market leaders and before you know it, they are.
- They never turn away work. You think this wouldn’t happen, right? But you’ve probably done it. A big storm rolls in, you can’t handle the volume, so you turn off the phones and kick on the answering machine. Done. But here is what the bigger guys typically do – they grow with each major occurrence. A storm rolls in, for example, they don’t turn off the phones, they invest in and buy more equipment to handle it, they hire contractors to handle the extra calls, they have their crews running all hours of the day until everything is handled, on and on. You see then, even though things slow down after a storm, not only are they more prepared for the next big storm, they’ve made a killing on the last one so they now have more part-time contractors and more equipment to drop in customer’s houses. They also now have all of these additional resources they’ve invested in, so they market harder and faster for more business as the additional income and resources are now available. They never “turn off” marketing for slow seasons or storms where everyone is getting work. This simple cycle I’ve seen keeps companies growing going up to $25m+.
- They fire the wrong people. Now, this is business 101 I suppose, except that we’ve all violated it. If an employee isn’t pulling their weight, you let them go. The biggest most successful companies have great staff. They have great execs that make great decisions, proven estimators and sales staff, their techs are clean and thorough. They base their hiring decisions on numbers and production, not friend-type relationships. If someone isn’t hitting their numbers, they’re gone. If someone isn’t expanding their department, they are replaced. If they have a bad apple, they don’t let it ruin the whole damn bunch. They don’t waste time on family squabbles within the business or long-term petty disputes with staff or execs. They are focused on getting more business.
I know it always seems like there is some secret trick to building huge companies, but there isn’t. The secret is that there is NO secret. It’s simply what you do with your time, and where you put your attention and effort. These are my personal observations of the biggest water damage companies I’ve ever worked with. You yourself, no matter your size now, can make these simple changes above and grow faster every year than you did the last.